American Dream by James Truslow Essay

The ‘American dream’ is a term coined by James Truslow in his 1932 book Epic of America, but it is a concept as old as America itself: anything is possible if only the individual is willing to work hard. The dream draws immigrants to our shores and borders every year and keeps millions of Americans content in the idea that their toiling will pave the way to success for them and for their children. However, for every rags-to-riches story, there are thousands of other hard-working people who cannot get by, who do not have enough to eat, transportation, safe housing, or warm clothes in winter. There is much evidence that the American dream is little more than a myth, a false promise that keeps millions of people working themselves weary for a better tomorrow that will never come. The American dream is the promise of the Declaration of Independence, which indicates that our â€Å"inalienable rights† are â€Å"life, liberty, and the pursuit of happiness.† There is no single American dream, but Adams defines the concept in its most dignified sense: [It is the] dream of a land in which life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement†¦a dream of a social order in which each man and each woman shall be able to attain to the fullest stature of which that are innately capable, and be recognized by others for what they are, regardless of the fortuitous circumstances of birth or position. (qtd. In Ferenz) The lure of America for immigrants and the promise to its citizens is that, as Adams indicates, the individual is not held back by circumstances, but through individual efforts can pursue and attain whatever personal brand of happiness he or she desires. In the midst of the Great Depression, Franklin Roosevelt recognized the part the federal government needed to play in keeping the American dream alive-no longer was hard work the only factor involved in ensuring an acceptable standard of living. Under his administration, a number of social programs were put into place to help Americans achieve the dream, which Roosevelt described as â€Å"sufficiency of life, rather than†¦a plethora of riches [and] good health, good food, good education, good working conditions† (qtd. In Muir). Owing to these principles, Roosevelt’s New Deal included the Social Security Act, Fair Labor Standards Act that banned child labor and established a minimum wage, and a variety of programs that put Americans to work in civil service (Successes 4-6). Roosevelt’s programs and World War II helped drag the nation out of the Great Depression, but were not permanent solutions in making the American dream possible for all Americans. By the 1960’s, one in five Americans were living in poverty, and in his first State of the Union address in 1964, Lyndon Johnson declared, â€Å"an unconditional war on poverty in America.† (qtd. In Quindlen 1) Johnson, too, understood that the American dream was one not attainable through hard work alone. As Anna Quindlen, Pulitzer-prize winning journalist, notes in her 2004 editorial, â€Å"from [Johnson’s] declaration a host of government initiatives sprang, including Head Start, an expended food-stamp program, and sweeping reforms in health care for the needy† (Quindlen 2). Unfortunately, in spite of the attempts of Roosevelt, Johnson, and others to lend a hand to those Americans who need it most, the feeling that the poor are responsible for their own troubles always seems to creep its way back into the American mind. We’ve all heard the rumors that the poor are lazy, that welfare is just n excuse not to get a job. Quindlen comments that â€Å"part of the problem with a war on poverty today is that many Americans have decided that being poor is a character defect, not an economic condition† (Quindlen 2). Public policy of the last few decades seems to follow this line of thinking: the Federal minimum wage has not risen since 1997 even as welfare reform movements have forced millions of people, many single parents, off public assistance and into minimum wage jobs. Quindlen argues that â€Å"forty years after Johnson led the charge, the battle against poverty still rages. The biggest differences today if that there is no call to arms by those in power† (Quindlen 1). How does this shift in American policy affect the status of the American dream? Can we still call ourselves the land of opportunity when the American dream eludes so many of our citizens? Should the American dream exist and is it really worth it to try and live by the dream? In July 2000, Mortimer Zuckerman, editor-in-chief of U.S. News and World Report, wrote an essay about the success of the American dream. Zuckerman claims that â€Å"it is a dream on individual effort-talent, ambition, risk-taking, readiness to change, and just plain hard work-qualities that count more in America than social background of luck† (Zuckerman 120). That is a perspective that Zuckerman, a billionaire whose biography on the U.S. News and World Report website boasts he has substantial real-estate holdings, including properties in Boston, New York, Washington, and San Francisco can afford to have. The reality for most Americans, however, is not nearly so great. It is a reality where social background and luck play far too large a part in achieving the American dream. Two articles written a decade apart demonstrate that bitter reality. In USA Today in 1996, Charles Whalen writes that â€Å"beneath the misleading surface prosperity [of the 1990s] are numerous alarming trends,† among them â€Å"relentless downsizing, longer job searches and sluggish job creation, explosive growth in contingent work (part-time and temporary employment), and wage stagnation† (Whalen 2-3). One would be hard=pressed to find a list that better demonstrates the part luck plays in securing steady employment. Whalen also cites a survey, ironically conducted for U.S. News and World Report, that indicates â€Å"57% of those asked said that the American dream is out of reach for most families† (qtd. in Whalen 2). In 2006 in the Chicago Sun-Times, Clyde Murphy cites a â€Å"new report released by the Opportunity Agenda [that] measures the nation’s progress in living up to the American dream.† The findings? â€Å"That millions of Americans do not have a fair chance to achieve their full potential, despite their best efforts† (Murphy 33). Two of the reasons cited by the study are housing discrimination against blacks, Hispanics, and Asians are employment discrimination against women and minorities, which included favoring job candidates with â€Å"white-sounding† names. These findings clearly refute Zuckerman’s claim, demonstrating that background does in fact count more in America than individual effort when it comes to achieving certain aspects of the American dream. Another dubious claim in Zuckerman’s essay is that â€Å"anybody who wishes to work has the opportunity to move from the bottom of the ladder to a middle-class standard of life, or higher† (Zuckerman 120). As award-winning journalist Barbara Ehrenreich notes in her book Nickel and Dimed: On (Not) Getting By in America, the rhetoric surrounding welfare reform â€Å"assumed that a job was the ticket out of poverty and that the only thing holding back welfare recipients was their reluctance to get out and get one† (Ehrenreich 196). As a wealth of evidence suggests, this is the fundamental misperception surrounding the American dream. In her 2003 editorial A New Kind of Poverty, Anna Quindlen argues â€Å"America is a country that now sits atop a precarious latticework of myth. It is the myth that working people can support their families† (Quindlen 2). Quindlen interviews two women who run services for the homeless and impoverished in New York City, ant they note that more often they are seeing working families in dire need of their help. Indeed, according to the U.S. Census Bureau’s 2005 report on poverty, America’s poverty rate has been climbing, from 11.3 percent in 2000 to 12.7 percent in 2004, the latest for which data is available. This translates into 37 million people who live below the poverty line. This is further complicated, however, by the way that the Census Bureau calculates the poverty level. Barbara Ehrenreich explains that â€Å"[it] is still calculated by the archaic method of taking the bare-bones cost of food for a family of a given size and multiplying that number by th ree. Yet food is relatively inflation-proof† (Ehrenreich 200). This method results in a base calculation of $9,310 for one person, with $3,180 added for each additional person in the household. As anyone who has ever lived on his or her own understands, those poverty calculations are very low. Ehrenreich points out that â€Å"the Economic Policy Institute recently reviewed dozens of studies of what constitutes a ‘living wage’ and came up with an average figure of $30,000 for a family of one adult and two children† (Ehrenreich 213). When compared to the federal poverty calculation of $15,670, the gap becomes glaringly apparent. Anna Quindlen explains â€Å"when you adjust the level to reflect reality, you come closer to 35 percent of all Americans who are having a hard time providing the basics for their families† (Quindlen 2). As pioneering psychologist Abraham Maslow’s research reveals, psychological and safety needs-the â€Å"basics† referred to by Quindlen, such as food and housing-must be fulfilled before other needs, core components of the American dream such as belongingness and self-esteem, can be met (Abraham 2). This creates a basic gap between those who can reach for the American dream and those who cannot; if all someone’s energy is focused on providing food and shelter, there is nothing left to reach for higher goals. In a 2002 essay What’s So Great About America? Dinesh D’Souza, an Indian immigrant, makes assertions that demonstrate some common misconceptions about Americans meeting our basic needs. â€Å"The United States is a country where the ordinary guy has a good life,† (D’Souza 23). He even goes so far to say that â€Å"very few people in America have to wonder where their next meal is coming from† (D’Souza 23). Sadly, this is not true. Quindlen indicates â€Å"the U.S. Department of Agriculture notes that 1.6 million New Yorkers†¦suffer from ‘food insecurity,’ which is just a fancy way of saying they do not have to enough to eat† (Quindlen 1). Ehrenreich reports that â€Å"according to a survey conducted by the U.S. Conference of Mayors, 67 percent of the adults requesting emergency food aid are people with jobs† (Ehrenreich 219). Two other basic needs, safe housing and health care, are also beyond the reach of many Americans. â€Å"When the rich and the poor compete for housing on the open market,† writes Ehrenreich, â€Å"the poor don’t stand a chance. The rich can always outbid them, buy up their tenements and trailer parks, and replace them with†¦whatever they like† (Ehrenreich 199). This is exaggerated by the fact that â€Å"expenditures on public housing have fallen since the 1980s, and the expansion of public rental subsidies came to a halt in the 1990s† (Ehrenreich 201). Health care is another sad story. According to the U.S. Census Bureau, the number of Americans with no health insurance has been slowly rising, arriving at 15.7 percent in 2004, and as Quindlen observes, â€Å"poor kids are much more likely to become sick than their counterparts, but much less likely to have health insurance. Talk about a double whammy† (Quindlen 1). How can families dream big an d plan for the future as they worry about whether the next month will bring eviction or illness? Two people in particular have put a human face on the statistical evidence that the American dream remains out of reach for millions of hard-working Americans. At the urging of her editor at Harper’s magazine, Barbara Ehrenreich undertook a yearlong undercover investigation of living on low-wage jobs in Florida, Maine, and Minnesota. She waited tables, worked as a maid, and worked at Wal-Mart, never revealing her statue as a reported, but keeping careful private diaries documenting the details of her experience. In spite of working at least full-time, usually more, she was unable to get by. The most heartbreaking part of her journey, however, was the people she met, women who were not just experimenting with the low-wage life, but who were trapped by it. They were women who were victims of the affordable housing shortage, who lived in cars, or if they were lucky, weekly rental motel rooms. They walked, rode bikes, or bummed rides to work. Certainly among those who experience food insecurity, they skipped meals or ate nutritionally void foods like hot dog buns because they couldn’t afford to eat. They were women with raw hands and sore backs, balancing two or more jobs who would never, in spite of their work ethic, move off that bottom rung of the social ladder. In a similar experiment, Morgan Spurlock (of Super Size Me fame) and his fiancà ©e lived on minimum wage for thirty days in Columbus, Ohio and recorded the results for the premiere episode of his television series 30 Days. As Spurlock works eighteen-hour days making at least $7.50 per hour and Alex works for minimum wage at a coffee house, the pair is faced with a host of challenges that mirror the everyday trials of the working poor. Emergency room visits for a urinary tract infection and a sprained wrist cost them $1,217. D’Souza correctly comments that in America, â€Å"even sick people who don’t have money or insurance will receive medical care at hospital emergency rooms† (D’Souza 23), but he fails to take into account that suck care generates bills are equivalent to six weeks’ of full time minimum wage work. The most affordable housing they could find, a steal at $325 per month, has ant infestations, malfunctioning heat, and is upstairs from an apartment that was a crack house just the week before. Furthermore, their relationship is strained by the stress that results from the constant worrying about money. At the end of the month they find themselves hundreds of dollars in the hole, by permanently changed by their experience. When taken together, the accounts of Ehrenreich and Spurlock offer powerful insight into the everyday struggles of the working poor, those who are anything but lazy but still find themselves drowning financially, the American dream slipping further away all the time. Dinesh D’Souza claims that â€Å"in America your destiny is not prescribed. Your life is like a blank sheet of paper and you are the artist† (D’Souza 24). It is difficult to believe, however, that the millions of working poor are not trying to create a better destiny for themselves, only to find their dreams let down by the harsh realities of daily life. So why is the American dream still suck a pervasive part of our consciousness, even in the face of overwhelming evidence that hard work is not the ticket to prosperity, or even necessarily to a comfortable standard of living? In his â€Å"Critique of Hegel’s Philosophy of the Right,† Karl Marx wrote that â€Å"religion is the sigh of the oppressed creature, the heart of the heartless world, just as it is the spirit of a spiritless situation. It is the opium of the people. The abolition of religion as the illusory happiness of the people is required for the real happiness† (qtd in Cline). Marx’s clever observation is that religion, in keeping the focus on the afterlife, keeps people from demanding fair treatment in this world. D’Souza suggests, however, that â€Å"capitalism gives America a this-worldly focus that allows death and the afterlife to recede from everyday view†¦the gaze of the people is shifted to earthly progress† (D’Souza 25). If this the case, why is it that we are not more aware of (and enraged about!) the decided lack of â€Å"earthly progress† of so many of our friends and neighbors? Some believe that it is because the American dream has taken the place of religion as today’s â€Å"opiate of the masses.† So long as we all believe that there is a better life ahead, that is we only work harder, our dreams are within reach, it is easy to be lulled into satisfaction about the inequality that is so common in America today. Barbara Ehrenreich predicts that someday the working poor â€Å"are bound to tire of getting so little in return [for their labor] and to demand to be paid what they’re worth† (Ehrenreich 221). Some challenge, echoing Marx, that Ehrenreich’s predication will not come true until the American dream, â€Å"the illusory happiness of the people,† is abolished in favor of a more realistic world view that recognizes that more than hard work, a hel ping hand is needed to make America truly the land of opportunity. From the survey that I took in class, 14 out of 20 people were surveyed and said that they to, disagree that the American dream should exist. They believe as well that there should be a more realistic view in society that allows you to get what you work for. Of the people that did agree, most were people between the ages of 18 and 21, people who have not yet, most likely gotten out into the real world to experience what type of life they can actually work for. If you too, disagree with the American dream, I ask you to go to this website: http://www.thepetitionsite.com/3/the-american-dream-is-not-for-rent , sign the petition, and keep working hard at what you do! Work Cited â€Å"Abraham Maslow’s Hierarchy of Needs.† Shippensberg University Website. Sept. 2005: 2-3. Web. 16 June 2009. Cline, Austin. â€Å"Karl Marx on Religion.† About.com. 5 Apr. 2006: n.pag. Web. 16 June 2009. D’Souza, Dinesh. â€Å"What’s So Great About America?† The American Enterprise. May 2002: 22-25. Print. Ehrenreich, Barbara. â€Å"Nickel and Dimed: On (Not) Getting By in America.† New York: Owl Books. 2002: 20-38. Print. Ferenz, Kathleen. â€Å"What is the American Dream?† San Francisco State University Online Web Site. 31 Mar. 2005: n.pag. Web. 16 June 2009. Muir, Ed. â€Å"Narrowing the Highway to the American Dream.† American Teacher. Oct. 2004: 25. Print. Murphy, Clyde. â€Å"When Opportunity Knocks, It Skips Over Some Adresses.† Chicago Sun-Times. 14 Feb. 2006: 33. Web. 16 June 2009. Quindlen, Anna. â€Å"A New Kind of Poverty.† Newsweek. 1 Dec. 2003: 1-2. Web. 16 June 2009. Quindlen, Anna. â€Å"The War We Haven’t Won.† Newsweek. 20 Sep. 2004: 1-2. Web. 16 June 2009. â€Å"Successes and Failures of Roosevelt’s ‘New Deal’ Programs.† Bergen County Technical Schools and Special Services Web Site. 10 Mar. 2006: 4-6. 16 June 2009. U.S Census Bureau. 2005 Poverty Press Release. 30 Aug. 2005: n.pag. 16 June 2009. Whalen, Charles J. â€Å"The Age of Anxiety: Erosion of the American Dream.† USA Today. Sep. 1996: 1-3. Web. 16 June 2009. Zuckerman, Mortimer. â€Å"A Time to Celebrate.† U.S. News and World Report. 17 Jul. 2000: 120. Print.

Blood Collection Monitor

————————————————- Abstract: Blood Collection Monitor  is helpful for accurate blood collection; it’s a compact instrument to provide smooth and gentle rocking of homogenous mixing with anti coagulant ; i. e. without clot formation of blood cells during collection of blood from a donor. BLOOD COLLECTION PROCESS IS HAPPENING IN DIFFERENT ENVIRONMENTS. THE CHALLENGE TO PHLEBOTOMIST (One who draws blood for analysis or transfusion) IS TO MAKE EACH BLOOD COLLECTION PROCESS COMFORTABLE AND SAFE WITHOUT COMPROMISING QUALITY.BLOOD COLLECTION MONITOR COMES INTO ROLE HERE; IT IS SPECIALLY DESIGNED TO MAKE STANDARDIZED HIGH QUALITY BLOOD COLLECTION WITH REDUCED WORK LOAD OF PHLEBOTOMIST. BLOOD COLLECTION MONITOR ENSURES CORRECT VOLUME OF BLOOD COLLECTION WITH CONSTANT AGITATION FOR BETTER COMPONENT YIELD. SO, THE CORRECT VOLUME OF BLOOD COLLECTION AND MIXING OF THE BLOOD AND ANTICOGULANT GENTLY AND PERIODICALLY DURING COLLECTION OF BLOOD; CAN BE DONE BY BLOOD COLLECTION MONITOR. 1. ————————————————- Introduction: BLOOD COLLECTION MONITOR is an advanced device which is aimed to collect the blood prior to collection with use of latest technology in place of earlier, insufficient, conventional methods i. e. without accurate weight by using random movement. The main concept behind this project is use of mechanically provide rocking movement to blood and proper mixing with anticoagulants. Also restrict the blood flow from donor when particular limit is reached. I. e. 350ml or 450ml. This is done by load cell and by comparing signal activate the stopping clamp is activated.As, sensing range of load cell is in mill volts; directly the signal can be given as input to the circuit because it will provide insufficient output. So, it is required to be pro perly amplified. So, the block diagram is designed taking into account this matter. Then comparing it with reference signal which is decided by many experiments. It activates the clamp and stops the rocking movement of plate when weight in blood bag is presented. It is approximate to the actual design but more function of the instrument by extra features like flow detector, flow rate measurement etc.So, the component specifications may differ from the actual one. fig 1. blood bag fig 2. blood bag on plate of bcm 2. ————————————————- Requirement of project: As we all know that blood collection monitor is very helpful for collection of accurate blood, it’s a compact instrument that provide smooth and gentle rocking movement of homogeneous mixing with anti-coagulant, so in modern lifestyle most of the doctors prefer these types of instrument for collection of blood ver y accurately. Blood collection monitor is very helpful to donate blood. hat happen in past that there’s no such types of instruments were present so it is inaccurate random process for doctors to take blood from the donor and also sometimes improper mixing with anti coagulant lead to waste the valuable donated blood that process may not helpful to accurately blood collection. With the help of this modern instrument it is very easy for doctors to take the blood from the donor, and through this instrument may also required less effort. Collection of blood accurately and safely. 3. ————————————————- Generalized block diagram AND CIRCUIT DIAGRAM:BLOCK DIAGRAME OFComparator CIRCUIT 5-PIN RELAY DC MOTOR CLAMP MOMENT (OPEN/CLOSE) Blood Collection Monitor POWER SUPPLY AC MAINS INSTRUMENTATION AMPLIFIER CIRCUIT WEIGHT MEASUREMENT UNITS/LOAD CELL DC MOTOR rocking MOMENT OF TR AY BLOOD Donor/BLOOD BAG CIRCUIT DIAGRAME OF Blood Collection Monitor 5-PIN RELAY Each block in briefly†¦Ã¢â‚¬ ¦ 1. Power supply to give DC supply to ICs and other devices. 2. Mechanical assembly to apply rocking movement of plate. 3. Load cell for blood bag weight measure. 4. Instrumentation amplifier for amplify the signal from load cell. 5. Comparator for obtaining stopping pulse to clamp. . 5-pin relay to connect supply to clamp when stop pulse is obtained. Modifications can be applied†¦ * ADC- Analog-to- Digital Converter, Microcontroller, and display of weight. * Alarm circuit to indicating stopping operations. 4. ————————————————- DETAILED DESCRIPTION OF EACH BLOCK: 5. 1. POWER SUPPLY: This is the main block in any of the electronic as well as biomedical project. Its Main function is to provide electrical excitation. 5. 2. 1. COMPONENTS USED: * IC 7812, 79 12(+12V,-12 V) * IC 7805, 7905(+5V,-5V) * IC 7815, 7915(+15V,-15V) * diode for bridge rectifier (4) capacitors of 1000 micro farads, 50 volts (2) * capacitors of 0. 1 micro farads (2*4) * center tapped transformer 18-0-18 5. 2. 2. CIRCUIT DIAGRAM: FIG 3. CIRCUIT DIAGRAM OF DC POWER SUPPLY (+/-5,+/-12,+/-15 V dc) 5. 2. 3. WORKING OF CIRCUIT: The working of this circuit is so simple . Mains supply is given to the 12-0-12 center-tapped transformer. Output of secondary winding is given to the bridge rectifier IC . Then to get peak-to-peak output voltage signal, capacitors are used. In lab-application, variable power supplies are preferred. 4. 2. ROCKING movement of plate and weight sensor:Whole assembly made such that one side of plate is joined with DC motor and U shaped bended rod which can able to push and pull plate from one side as plate is fixed with assembly from center power to DC motor lead rocking or sea show type movement which we want. It is most important part of instrument as mixing blood with anticoagulant properly. Fig 5. DC motor shaft connected to assembly. Fig 4. assembly to provide rocking movement. Sensing weight of blood bag during donating the blood it is most important task as on this basis measuring, displaying, and further stopping of blood flow mechanism works.To measure the blood weight we used load cell as a sensor. In load cell according to change in weight input output in mill volt also changes by using this basic principle weight sensing is done. Load cell has in built bridge balancing circuit with weight sensor. Fig 8. Cantilever beam connection. Fig 7. load cell. Fig 6. Internal circuit of load cell. Fig 9. Original data sheet by Rudra sensors. According to data sheet input 8-12dc volt given to cell and output in changes in millivoltags. Below is data sheet of load cell. 4. 2. 1. COMPONENTS USED: * 12 volt DC motor Wooden and iron assembly * Plate * 12 volt dc supply 4. 3. INSTRUMENTATION AMPLIFIER: This block provides sensor outp ut signal the sufficient amplification so as to drive further circuits properly and without loading. Generally 3 Op-Amp instrumentation amplifiers are employed in biomedical projects. As load cell senses in range of mill volts, we have to amplify it in of 1000 gain. Instrumentation amplifiers are actually made up of 2 parts: a buffered amplifier OP1, OP2 and a basic differential amplifier OP3. The differential amplifier part is often essential when measuring sensors.Because a sensor produces a signal between its terminals. The buffered amplifier OP1 and OP2 not only provides gain, but prevents the sensor resistance from affecting the resistors in the op amp circuit, and vice-versa! The gain can be calculated by: Where; R1=R3 and R5/R4 = R7/R6. (R5=RF). * Gain calculations: Gain (A) = (1+ (2*(R1/R2))*(RF/R4) Taking A=1000 & diving 1000 as 500*2, 1+2R1/R2=2 2R1/R2=1 2R1=R2 Taking R2=2K, R1 =1K. Now, RF/R4=500K R4=1K, RF=500K =1MOhm || 1MOhm = (1000000*1000000)/ (1000000+1000000) =500 K. 4. 3. 1. COMPONENTS USED: * IC OP07(3) Resistors of 1K (4 no’s) * Resistors of 2K (2 no’s) * Resistors of 1Mohm (2 no’s) * Power supply of 12 Vdc 4. 3. 2. CIRCUIT DIAGRAM: FIG. 10 CIRCUIT DIAGRAM OF INSTRUMENTATION AMPLIFIER 4. 3. 3. WORKING OF CIRCUIT: The instrumentation amp offers two useful functions: amplify the difference between inputs and reject the signal that’s common to the inputs. The latter is called Common Mode Rejection (CMR). OP1 and OP2 are the two input amp’s and connected in the non-inverting follower configuration. It is the solution for the high gain and high input impedance.Note: This is of high gain circuit so before soldering it on GPB, connectivity check of all the components as per circuit diagram twice on bread-board is advisable. There may chances of unpredictable o/p due to IC saturation. 4. 4. COMPERATOR: It compares the input signal with reference signal. When input exceed from reference signal it gives positive sa turation and negative saturation when less than reference signal. We are using 1 volt as a reference , as from experiment we get 1 volt output from instrument amplifier through load cell under 350ml blood beg. 4. 4. 1. Components used: 1 operational amplifier Op07 * Resistor 10k (3 no’s) * Protecting diodes (2 no’s) 4. 4. 2. CIRCUIT DIAGRAM: FIG 11. CIRCUIT DIAGRAM OF COMPERATOR BY USING IC OP07 4. 5 relay: Fig. 12 Basic relay construction A  relay  is an  electrically  operated  switch. Many relays use an electromagnet to operate a switching mechanism mechanically, but other operating principles are also used. Relays are used where it is necessary to control a circuit by a low-power signal (with complete electrical isolation between control and controlled circuits), or where several circuits must be controlled by one signal.Here in our applications operation is must switched from rocking movement to clamp operation. (As comparator detects particular weight i n plate rocking movements stops and clamp activated. ) Fig13. Pin diagram of 5pin relay 4. 5. 1. COMPONENT USED: * 5 PIN simple relay 4. 6. Stopping clamp: IV set passing from clamp that restrict the blood flow from donor. Fig 14. Clamp for restrict the blood flow When comparator generates stopping pulse from 5 pin relay it gives supply to DC motor and on its shaft rotation thread connected with clamp is going to pull and clamp is closed. Indicate that blood collection is completed.Also disconnect supply from DC motor that leads stop rocking movement. Fig 15. In our project IV set passing through clamp. In real instrument this type mechanism done by clamp type electromagnet as shown in figure. That pulsed by controller and as magnet generate the clamp force fully attract and it restrict the further blood flow from donor. 4. 6. 1. COMPONENTS FOR CLAMP MECHANISM: 12volt dc motor Plastic clip, Thread, Rubber bend 5. ————————â€⠀Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€- Application of project: The application of blood collection monitor is very widely used in blood bank and also in hospitals.Now a day’s almost all hospital’s doctor prefer these instrument for accurate collection of blood. Through this instrument we can easily collect the blood of donor and this instrument is also helpful in mixing the blood with anticoagulant so blood does not clot and also to collect the accurate amount of blood. Also indicate flow rate from donor to bag and error in flow rate whether any obstruction in donor vein in any case. Doctors and blood bank technicians prefer this instrument for the accurate collection of blood so we can say that its main application is in medical field and in hospitals. 6. ———————————————— Limitation: Blood collection monitor is a useful instrument for do ctors and so accurate for collection of blood so we found no any limitation in blood collection monitor right now. But ours is designed for only 350ml blood collecting, as well as it has no any current weight display, flow indications. Ours angular rocking movement is slightly large and jerky. 7. ————————————————- FUTURE EXPANSIONS: * In future this instrument will be facilities with more necessary parameters like flow rate, blood temp. Detector etc. Though motor used to rotate the plate not generating much noise but it will be removed in future. * Now a day’s BCM is single unit but in future it may facilities with some storage space of bag. (that will be more useful in mobile blood bank) * In future whole assembly make by fiber that’s making instrument lighter than present model. 8. —————————â₠¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€- CONCLUSION: For Blood collection monitor we can say that it is useful instrument for collection of blood accurately for doctors and safe for donors. And that’s why it’s being more commonly used in most hospitals now a day.From my side I conclude that to design a single unit of instrument is not possible without fundamental knowledge of electronics, controlling, basic of simple principles and last but not the least patience and faith in my work and strength. I also mention that repetitive work on any circuit remove basic doughty and also working problem. My project also teaches me the technical thoughts, human relationship. 9. ————————————————- References: * Books/manual/ Catalog:- * Manual of blood collection monitor of bioastate pvt. Ltd. * Catalog of Rajas enterprise ltd. * SEARCH ENGINES:- www. google. com * OTHER SITES:- * Google images blood collection monitor. * www. biomedprogects. com * Visited blood bank/industrial estate:- * Guideline of Apollo hospital blood bank. * Rudra sensors Ahmadabad. 10. ————————————————- cost of project: Item| Description| Quantity| Total| Electronics components| ResistorsCapacitorsVoltage regulator IC, OP-07| 15156, 4| ` 150/-| Load cell| -| 1| ` 950/-| Assembly| Wooden and iron shaft mechanism| -| ` 240/-| Others supporting| GPB, core, connecting leads| 4| ` 20/-| | | | TOTAL AMOUNT: ` 1,360/-| — Thank you —

Nontraditional and Traditional Litigation Paper Essay

Nontraditional and Traditional Litigation Paper - Essay Example It is not in their good will, especially if they lose the case. This can result in loss of customers, which is destructive for the business. It takes years to build reputation, but one dispute brought into the court and published in the newspaper, will prove to be fatal for the organization’s name. Also, the litigation process may, at times, take years to end. Such a long court process requires millions of dollars to be paid as legal fee. This weighs heavily on the organizations’ budgets. Alan Price and HRM Guide Network contributors (2011, para.1) discuss a report, Fight, Flight, or Fact It, which states that â€Å"the average British employee is spending more than two hours a week dealing with conflict. This adds up to the loss of more than 370 million working days a year, costing UK employers more than  £24 billion.† This shows that workplace conflict costs too much even when the cases are not brought into the court. We can imagine what it will cost when law suits are filed, and the dispute takes years to settle down. The regular business operations of the disputed parties also get disturbed. In contrast, Alternative dispute resolutions (ADR) prove to be a more appropriate measure of dispute resolution for business managers. In negotiation, parties try to reach an agreeable solution to resolve the dispute. In arbitration, a third party is chosen to listen to the disputed parties and solve the dispute. This third party, which is also called the arbitrator, belongs to the American Arbitration Association (AAA) or some other arbitration association. Mediation is another fruitful method in which a neutral third party intervention is sought for reconciliation between individuals or groups. Moore (1996, p.15) defines mediation as, â€Å"an intervention †¦ of an acceptable third party who has limited or no authoritative decision-making power but who assists

Bullying Should be Abolished Research Paper Example | Topics and Well Written Essays - 1750 words

Bullying Should be Abolished - Research Paper Example A second form of bullying is the verbal assault, which includes calling names or insulting an individual or worse still spreading rumors about the person (Rigby 225). In other cases, some bullies use text messages to intimidate an individual. Other bullies use the internet and intimidate others by posting nasty comments to an individual’s profile on a social network. Other bullies post pictures that seek to intimidate or raise issues on one’s reputation. Bullying may also be sexual in cases where the bully sends sexual photos, calls you names that touch on sexuality or physically harasses one sexually without their consent. Bullying can take place in school, neighborhood, workplace, and among peers. Other bullies find their prey on the internet and in cyber. Often victims face bullying because of their race, body shape, family, sexuality, and integrity. Bullying is a detestable act in society, and the institutions should abolish it and the government should establish an anti-bully policy. Bullying has devastating effects on the wellbeing of individuals and denies the victims opportunities of living freely. Bullies cause immeasurable intimidation on their victim affecting their self-esteem. According to scholars, the practice is common in high schools. Further, researchers believe that from the understanding of human development, humans build self-esteem during their teen age. High school students are in this age bracket and therefore their self-esteem is greatly affected. These students feel inferior to their fellow students and show signs of loss of self worth (William 2). Individuals, who experience a low self-esteem in their teen age, usually have difficulties in self-actualization later in their lives. They lack faith in themselves and unless they can rise above these challenges, they do not achieve their goals in life. From Rigby’s publication, it is also clear that victims of bullying have a higher likelihood of developing psychiatric disorders (227). This happens later in their lives if they face bullying at the tender age of eight years. It is unfair to deny an individual an opportunity to develop a high self-esteem and affect the rest of their lives. Children who are bullies show signs of depression and this indicates that bullying affects both the victim and the bully. Victims of bullying undergo extreme trauma. They feel empty and nobody comes to their rescue; they lose the reason for living and take their lives. This is usually so tragic to the family of such teenagers. Moreover, these teenagers die at a tender age and never live to see their dreams come true and this is a great loss to society in terms of potential. Families of the victims have a hard time accepting the death of their beloved children according to Colson in his article titled `Mother claims bullying led to daughter’s suicide’. Friends of the victims experience great loss too and tend to live in fear of the same happening to them. The main cause of reported suicide is usually because of feeling worthless and this ascertains to the fact that bullying can lead to suicide. Bullies can also consider suicide on realization that a victim committed suicide. This is because of guilt and even those not taking this option experience depression because of guilt. Bullying affects children negatively and reports

Do 'Nice Guys Finish Last' (Dore, 2006) Will the Anglo-Saxon model Essay

Do 'Nice Guys Finish Last' (Dore, 2006) Will the Anglo-Saxon model ultimately outperform the superior Rhine model - Essay Example Reforms in Japan and Germany The chapter ‘Nice Guys Finish Last’ tends to demonstrate the transformation that is needed for the reformers in Japan as well as Germany who tends to pay utmost attention towards escalating inequality as well as unfair competition. These reformers are further observed to impede the process of cooperation upon which the social cohesion has been grounded. They also promise to humiliate the quality of the lives of the people by a considerable level (Dore, 2006). In comparison to other capitalist economies, it has been noted that the institutional framework belonging to the Germany framework has been quite different. Markets of Germany are found to be instituted politically and socially monitored. The managers belonging to big German firms tend to come across capital as well as labour markets that are further found to be greatly controlled or arranged. This particular facet eventually facilitates capital as well as labour to play an imperative pa rt directly into the day to day business operation. In other words, the German model related to advanced capitalism can be described as an economy possessing high wage along with high competitiveness in the world. It has also been apparent that the country practices strong social cohesion along with low degree of inequality in different dimensions (Streeck, 1996). The various institutions of numerous nations have been found to make proper use of the unique set of socio-economic institutions that generally resides in both social as well as financial markets. Furthermore, these institutions endorses specific framework of production that is also connoted as diversified quality production. The institutions during the 1970s as well as 1980s have made high wages along with their low distribution of the wages and income more effective. It can be stated that the institutionalised high-wage sort of economy such as Germany tends to face greater problems related to financial performances. It i s quite significant for such an economy to meet a set of rules and policies in order to remain competitive and maintain cohesiveness in the society. The crisis prevailing in the German social market economy can be demonstrated in case of concurrence of three factors such as secular collapse of the model, the anxieties related to unification among the people of the society as well as the limitations that has been inflicted by the globalisation of the capitalist economy (Streeck, 1996). It can be revealed that the British as well as the Americans are considered to be the pioneers whose institutions along with the economic behaviour tends to confirm the principles of the neoclassical textbooks. On the other hand, Germany's as well as Japan’s institutions diverge from the principles that have been made in the neoclassical books. It has been apparent that the finance along with the corporate control structures had been quite alike in the 1920s in comparison to the later years. It was by the end of the post-war golden age that demonstrated the signals of convergence related to similar types of managerial capitalism (Dore & et. al., 1999). Approaches to Comparative

The War on Terror U.S. Invasion of Afghanistan Essay

The War on Terror U.S. Invasion of Afghanistan - Essay Example Thesis statement: The U.S. initiated War on Terror and invasion of Afghanistan (Operation Enduring Freedom) is helpful to obstruct the rapid spread of terrorism, restoration of democracy in Afghanistan, and peace in the Middle East. The War on Terror The War on Terror, a military campaign initiated by the U.S. and its allied nations, primarily aims to resist rapid spread of terrorism, especially the terrorist plots like 9/11. Duffy (2005), an eminent human rights activist, writer, and the director of the International Centre for the Legal Protection of Human Rights points out that, â€Å"In the immediate wake of the attacks of 11 September 2001, the United States committed itself to a sustained ‘war on terror’, a significant component of which has involved the use of military force by the United States and its allies in several countries, notably Afghanistan and Iraq† (p.186). One can see that the origin of terrorist organizations like al-Qaeda and Taliban is inte rconnected with the growth of militant nationalism in the Middle East. On the other side, the War on Terror never hindered counter-terrorism measures adopted by the world nations. To be specific, the War on Terror aims to reduce the influence of terrorism among the world nations. ... The origin of the War on Terror is interconnected with the growth of al-Qaeda and Taliban in the Middle East. The end result of the creation of al-Qaeda by Osama bin Laden in 1980s was the rapid spread of terrorism and the origin of Taliban in Afghanistan. Gradually, Bin Laden began to control Afghani Taliban. This eventually led to the origin of terrorist networks in the Middle East and in the African continent. On the other side, the U.S. interest and influence among the oil rich Middle Eastern nations was an imminent threat to the terrorist networks. So, Bin Laden decided to intimidate the U.S. and other Western nations by attacking the officials and civilians. Soros (2007), who is the chief of the Soros Fund Management, supporter of open societies and an important critic on the War on Terror, opines that, â€Å"Bin Laden correctly identified the one aspect in which military Islam is superior to Western civilization: the fear of death† (p.108). The millennium attack in the year 2000 proves that Bin Laden was ready to challenge the U.S. and its allied nations. The immediate cause behind the War on Terrorism and the attack on al-Qaeda and Taliban is the 9/11 attack, formulated by Bin Laden. This attack infuriated the U.S. and it eventually led to the extension of the War on Terrorism to new levels. The War on Terrorism aimed to destroy the mastermind behind the rapid spread of terrorism. Soros (2007), opines that, â€Å"My emphasis on the role of the United States as the source of stability in the world and the protector of our civilization is somewhat exaggerated on account of personal considerations† (p.xviii). But, Bin Laden and other leaders of Al-Qaeda and Taliban like Abu Musab al-Zarqawi were in Afghanistan. So, the warfront gradually shifted to

Theory of Good by Wilhelm Leibniz Essay Example | Topics and Well Written Essays - 1750 words

Theory of Good by Wilhelm Leibniz - Essay Example Leibniz in his lifetime proposed theories relating to God and made a derivation from every theory he proposed. He is also known to be the father of calculus and the basic founder of the technology known as computer. Leibniz in his lifetime proposed a theory known as 'the theory of good'. This theory gives the basic facts about goodness while relating it to the God. Leibniz put in his own perceptions and came out with the theory of good which is now famously applied by many people. This theory has come into many criticisms; however some people are still in the favor of this theory. This article would further discuss the theory of good according to the facts given in by Leibniz and would give in a conclusion after assessing the theory. One of the very important theories Leibniz put in was the theory of good which was the basis for the ethics of Leibniz. This theory revolved around the basis of goodness and how it was affected. This theory was again laid upon three basic principles which were according to Leibniz's words hedonism, Platonism and perfectionism. Platonism basically signifies that goodness is correlated to reality, hedonism relates good to satisfaction and gratification whereas perfectionism implies to fastidiousness that is one should try to achieve precision in one's character. But with all these three principles there is a co existing form of malevolence. With the abstract good there is the wrong associated when there is defiance of reality. With the ethical good there is malevolence of bad and evil. And in the hedonism which is then related to the evil of pain. In constructing his theory of good and relating abstract good with abstract malevolence Leibniz has taken assistance from the work of Augustine, Boethius, Plotinus and in the theory of Plato Leibniz has given a clear cut view in his theories that everyone and everything is not equally perfect. He states that it is only God who has immeasurable and unbounded perfection and faultlessness. God is the creator of everything and he has given his creations varying amounts of perfection. To give his creations complete exactness and divinity like Himself would be like the creation of another God by Him and this is not how the universe has been based. The universe has been based on His principles and thus with His creations God has given everyone his own boundaries and limitations that are to be followed by everyone. This clearly means that everyone is not equally perfect and thus Leibniz is trying to explain that precision and flawlessness is not based on the law of none and all. It comes in different amounts. Thus it is clear that everything except God, including the universe has its own flaws. A common concept of Leibniz is that the flaws suffered by all the things on this univ erse are made by the God himself. He is basically describing his theory of good by relating it to the power of God and his flawlessness. As described by Leibniz, every single thing on this planet has some flaws. For e.g. one human being cannot be perfect in whatever action he does. As is said in one famous quote "no one is perfect". Leibniz here clearly is relating this object of flaws found in the things made on the universe with reality. Over here another worldly example may be considered that everything that has been invented by the modern technology also has some limitations as we may consider that

Optimizing the Water Injection System in the Offshore Drilling Wells Research Proposal

Optimizing the Water Injection System in the Offshore Drilling Wells - Research Proposal Example As noted by Krupnick et al surface as well as subsurface situations and conditions of the discovery made have significant effect on the extraction work, related expenses and determine the success or failure of the whole project. Technical success maybe achieved but the project may fail economically. First hand experience has shown that the most technical success is easy to achieve, but economic success is much difficulty. According to Spellman, and Whiting the process of analyzing the best way to optimize extraction of recoverable reserves starts by formulation of a development plan (266). This development plan takes into consideration all existing geologic as well as engineering data and information to come up with initial ways of optimizing water injection systems Research aims The following research will have two aims: 1. What are the contaminants in sea water? 2. What are the main methods used in optimizing water for injection in the offshore wells? Research design methodology (d ata collection methods and analysis of data) Research Design This research will be carried out using secondary research also qualitative research. The methods used to get information will be collection, analysis and evaluation of past studies rather than primary research, as noted by Mason secondary research can obtain its data from internal or external sources (26). The current online libraries provide a source where extensive research can be carried out on this topic and latest information obtained. Methodology The research will be conducted using secondary sources, whereby it will be based on past studies that were done on the same topic in order to answer the formulated research question. The topic under discussion requires extensive resources for a researcher to carry out a primary research, this is because it would involve visiting a number of offshore wells, carrying out interviews and formulating questionnaires. Though there are some limitations towards this methods, like th e researcher has to depend on views of other researchers, its main benefits is that it avails a big database of information to the research, and he can select relevant and substantial material to use in the research (Robson 78). For the sake of keeping the data to managerial size, it was thought that the research should concentrate basically on the methods used to optimize water injection in the offshore wells. Methods of Data Collection Since our study will be based on secondary research, data collection will entail getting information results from the previously done studies and analyzing the information. Though the results from the previous studies may be not 100% accurate meaning that this will affect our final outcome, still, this will be reliable data. It should be noted that methods of optimizing injection of water in offshore wells requires extensive resources and technology used do not change quickly. Data Collection procedures and Data Analysis To evaluate and review the d ata collected from the study seeking to answer the research question, the study will use known database application like Microsoft Excel to compile table and other data to compilation. This data will be used to statistically determine if the studies relevance of data collected fr

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Pestle analysis for Crowne Plaza Hotels in UK - Essay Example Currency fluctuations are common but with the Euro being the common currency all over Europe, it provides some stability. The economic condition is stable. The hospitality sector can create 236,000 jobs in the next five years (Nand, 2011). The sector is a major contributor to the UK economy as it generates 8 percent of the total employment (BHA, 2010). The nation has the highest GDP growth rates in Europe (Crown, 2011). The UK economy shows a turn for the better after the recession but there is still short to medium term risks of a robust economy (PWC, 2010). UK is the gateway to Europe and has the world’s single largest market – the European Union – at its doorstep (Crown, 2011). The average weekly household expenditure on restaurant and hotels was approximately  £40 in 2007 (Dugmore, 2010). However, consumers are price conscious and it would be difficult to increase average achieved room rate (eHotelier, 2008). Moreover, the domestic business market has shrunk both in terms of leisure holidays and corporate travel. Not much of occupancy growth expected in 2011 (PWC, 2010). Consumer spending is expected to grow but could be impacted by higher taxes. The sector uses multimedia technologies to enhance productivity and improve business opportunities. It is now an indispensable tool for all business functions from production to marketing (Sigala, Airey, Jones & Lockwood, 2001). As competition intensifies employees are required to demonstrate their ability to use and create knowledge from the information gathered. Thus, hotels have to be equipped with the latest information system and must have a strategy and process in place to use the information gathered. Online reservation system enhances advance bookings from across the globe. The government has raised the Value Added Tax (VAT) rate in the United Kingdom to 20% which is the highest in the hotels in the European Union (Nand, 2011). This could

Reading Response and Thinking about Research Questions Essay

Reading Response and Thinking about Research Questions - Essay Example The read essays from the book have different titles and authors. The first essay is written by Brian O’Leary and the title of the essay is â€Å"Tools of the Digital Workflow†. The essay basically talks about how the nature, history and business of publishers vary greatly, making it hard to identify a set if preferred tools. As the content changes to a more robust digital environment, publishers need to make decisions about related services that are licensed or outsourced completely. The second essay is entitled â€Å"Why the Book and the Internet Will Merge† and is written by Hugh McGuire. In summary, there is no much incentive for publishers to change books into something that can be read on a screen. The reason for this argument is that many would not prefer reading books from screens. However, most people prefer reading books in form of books and they equally prefer spending most of their time on the internet making funny photos of cats, blogging about what t hey have done, and contributing to the world’s biggest encyclopedia (McGuire & OLeary). In the first essay, â€Å"Tools of the Digital Workflow†, it is interesting to learn that digital workflows greatly helps publishers in thinking about product planning. Even though the practice is still rare, using digital workflows can signal the start of a period of discovering work. It therefore means that event-driven publishing can change into a more continuous model. In the second essay, â€Å"Why the Book and the Internet Will Merge†, it is interesting to learn that eBooks have arrived in the market in force. Unlike in 2008 when only 1% of trade book sales in the United States were eBooks, the number had hit 20% by 2011. With this steady increase in the number of eBooks in the market, the number in expected to hit 50% by the end of 2015 (McGuire &

A business proposal on direct marketing in social media Essay Example for Free

A business proposal on direct marketing in social media Essay This paper is a research proposal about direct marketing in the social media. With the involvement with the error of computers, ways of managing marketing have been increased. Each technique comes with its major benefits and constraints. This research proposal targets on evaluating the usefulness of social media in direct marketing. The development of social media as a direct channel is not without its challenges. According to the study, the top two constraints for marketers came down to looking for the most relevant tactics for gauging success and launching business objectives. Being able to measure success is important for any direct marketing work, and that is why it is significant not to disregard this vital step. With the correct trappings, marketers can produce viral social media operations that can be track, restrained, and improved to maximize access and return on investment (Ellsworth Ellsworth, 1994, p. 386). This research paper targets to establish how effective is managing direct marketing in social Medias. (b) Scope of the study             Social media is a treasured new instrument in a direct marketers toolbox, nevertheless it desires to be improved and utilised properly to undertake the tasks. Creating it informal for clients to share newsletter or Web site content over social grids is just the start. Direct marketers ought to improve viral programs that completely exploit the systems true capability. Finally, one needs to identify ways to measure their success, which will allow persons to fine-tune their exertions going onward. Leveraging social media as a direct system also allows fundamental tenure, which is crucial to capitalize on triumph across all sections. Eradicating many owners not only rationalizes the practice, but also accelerates having one unified approach that can house the business goals of multiple departments, such as public relations, customer service, and sales. Clumsy management by numerous sections can lead to varied communications that hinder the companys ability to attract followers, fans, or other influencers. Social media marketers comprehend the value in directing targeted messages and gauging their success, which is why it is not astonishing that many companies are leveraging their email marketing departments to board on social media creativities. 2.0 How to conduct the study (a) Methodology: Research Philosophy, Approach, Strategy and Methods               There are various approaches of obtaining information while conducting research. These methods of obtaining information refer to as research methods. Research methods include personal interviews, literature searches, focus groups, and email surveys, telephone surveys, talking with people and mail surveys. Literature search entails going through already sourced materials to obtain information. Materials that are readily available with information are such as newspapers, magazines, relevant trade publications, company literature, online materials and any other relevant and already published materials. This method of conducting research is one of the cheapest methods for conducting research. Online data is a quick research process that lies under this category of information research methods. It is very fast in obtaining information. Talking with people is another good method of gathering information for a project. It is most relevant at initial stages of conduct ing research for a project. It is mostly preferred when looking for the information that is not publicly available (Cohen Morrison, 2003, p. 179). To obtain adequate information on the effectiveness of directing marketing in social media chose to use various methods for sourcing the information, each strategy of obtaining the information is analysed below and its effectiveness and efficiency on information deliver. The information to be research will be too new again to be got in literature resources, therefore, preferring to look for it from real persons. For example, talking with people will be through seminars, association meetings, customers, suppliers, and all other types of business conversations. A focus group is concerned with a study to explore peoples attitudes and ideas. It will be used to obtain information about something new in the market and effectiveness of social media in promoting its awareness. Group focus method obtains the information from a selected group of the people called the sample. The information acquired could be based on the process of selecting a sample. The most preferred method for sample selection is a random selection; this is preferred because, all the characters stand an equal chance to be select. Email and internet analyses are comparatively original and few is available about the outcome of sampling bias on internet surveys. While it is noticeable that in ternet survey most regards effective and quickest way of dispensing a study, the demographic outline of the internet handler will not represent the general population, although this is changing. Before doing an email or internet study, One shall carefully consider the effect that this bias might have on the results. Social media include such as Facebook, twitter, eBay amongst many others. They are friendly in nature and this reduces the may processes of formalities needed. In social media, personal conduct with a client is ensured; a person can communicate directly to the client and hence reach him or her in a better way to explain him or her about his products. Personal interviews are a technique to get detailed and all-inclusive information. They engage one person interviewing another person for person or comprehensive information. Personal interviews are very costly because of the person-to-person nature of the interview. Normally, as an interviewer, I will ask questions from a documented questionnaire and list the answers word-perfect. Occasionally, a questionnaire is merely a list of topics that the study wants to confer with a business professional. Personal interviews because of their expense are on mostly used only when subjects are not probable to react to other survey techniques. This will allow the researcher to get information about the effectiveness of direct marketing from individuals that I would not have got through any other research method. Telephone surveys are the fastest method of collecting information from a comparatively bulky sample. As an assessor, I will track an organized writing that is fundamentally identical to a written questionnaire. However, different from a mail survey, a telephone survey would permit the chance for sure judgement searching. Telephone surveys usually last fewer than ten minutes. Typical charges are between four and six thousand dollars and they can be accomplished in two to four weeks. Mail surveys are a cost current way of collecting information. They are best for big sample amounts, or when the sample is sourced from a wide geographical area. They charge a little less than telephone interviews, but they take over double as long to complete normally, eight to twelve weeks. Since there is no interviewer, there is no likelihood of interviewer prejudice. The foremost shortcoming is the incapability to review respondents for more complete information. In conducting research on social media marketing, one needs to outline the target group well. The target group shall be outlined clearly, because the mode of advertising will be a framed in a way to suit it. By conducting good research, information that is the most basic for a set form of marketing will be acquired. It is good to note that even time and the way of marketing selected dictates the target group of managing the marketing. Social media marketing offers a wide geographical advertisement. Social Medias is the most necessary forums where a person can meet a very large number of people from different ethnic groups. It is very easy to capture the target group within a very short as opposed to all other channels of advertisement. 3.0 Why is there need to study this topic 3.1 Contribution to the field            While some companies perceive social Medias as mere channels for building knowledge on products, there is evidence that direct marketers are competing to possess huge demand generation potential. The assessment outlines the land grab that is going on in organizations over regulation of social media; with 29 per cent of respondents say social media is being shared by many departments. However, possession by direct marketing acquires the top with 36 per cent of respondents. As the setting of reference, solitary 9 percent of respondents suggest public relations sectors own that social media. That social media is a workable and influential direct channel is vibrant. Nevertheless, the review also exposes social medias strong linking with email promoting. In fact, 66% of salespersons plan to assimilate the two channels in 2009. This move wholly makes logic: Email is a vital part of social media, as it is relied upon to keep members knowledgeable about the up-to-date news and informs. Additionally, assimilating the two networks permits marketers to get a more opinions of the customer, which is necessary for conveying effective and relevant communications (Bird, 2000, p.126). Direct mail is a posted mail that publicizes ones business and its goods and services. There are many different categories of direct mail. For example catalogues, postcards, envelope mailers. Direct mail operations are typically, sent to all delivery customers in a zone or to entirely customers on a marketing list. Telemarketing entails contacting viable customers through the phone to sell products or services. Telemarketing is skilful of generating new customer prospects in huge bulks. Nevertheless, a fruitful campaign involves scheduling and using correct and well-researched customer data to match customer profiles to product profiles. Email marketing is a cost-effective, simple, and measurable method of reaching consumers. It can include e-newsletters and promotional emails to create new leads or deals for existing clients, or ads that can perform in other businesss emails. 3.2 The significance of the study             The study is important, as it would study social media as a forum for conducting direct marketing. Through the study also one gets to know several contributions of different methods in giving information about social media. By researching on direct marketing and social media, one gets to appreciate its effort in increasing the knowledge of different products of a business. The study will allow marketers in choosing the most appropriate method of product promotion in the future. Social media can be used successfully as a marketing tool for business as it gives someone a chance to interact directly with his/her customers and often share significant product or service information. Consider developing a profile for a business firm that permits one to promote your products and services while also cheering customers to deliver feedback by leaving comments; this is the advice from one of the social network owners. It is of very great importance to adopt direct marketing in social media (Sheehan, 2010, p. 45). Taking a lesson from directing marketing, social media marketing is best served only by focusing on activities that result in measurable results. If persons believe that business page gathers fan with greater affinity to the brand, maybe researchers can also believe that we would not be able to measure the effects of that brand loyalty it in a way that is particularly satisfying. It is for more productive to think of social media as a direct marketing system, and create campaigns and track results in a manner that is related to direct marketing. Not all customers are created equal. Some customers fall into what marketers refer to as ‘heavy user category. These customers purchase products or services with the highest profit margin or simply frequent ones business more often than the average. This important group is the most valuable asset and one probably wish you had more like them. A business grows due to trusted customers and well crediting policies. Through direct marketing, it would be very easy to create awareness of the existence of your business establishment. Social media provides an environment to conduct direct marketing that help to improve on sales (Zarrella, 2010, p. 109). In direct marketing, we know that people tend to befriend with others who are similar to themselves; they live in the same neighbourhoods, engage in similar activities, and so on. This tendency makes targeting profitable customers much easier. Most customer databases are transactional in nature. They capture sales, product numbers, and customer names. They do not, however, help to create messages or track results. To make issues tracking efficiently, one will need to attach the national field to your customer records, which makes note of their social media affiliation. As new customers are acquired, it is helpful if coupons or specials that the new customer might use are tracked back to a social media outlet, allowing you to see results over time. In addition, one may be able track results that provide some substance to the real contribution that greater brand loyalty of social media followers provides to your business. This provides a glimpse of how direct marketing in a social medi a, is helpful in tracking customers (Kotler Armstrong, 1991, p. 283). 4.0 Timeline of the study               When the goal is to produce a rapid reaction to a coupon or incentive, traditional direct marketing channels are the best. Coupons perform well online, but conventional media rules up better. Nevertheless, one can use social media to add importance to the customer interaction by lashing target customers to interactive and participative website or any other informational areas. This adds value to the usefulness of direct marketing in the social media, based on previous research proposal (Evans, 2008, p.19). 5.0 Effectiveness of accomplishing the task:                  The research proposal is set comprehensive enough to cater for demands for a marketer in conducting research. The different method employed would ensure every detail concerning directing in social media is realized by the research. This research methodology lacks discrimination of standards or organizations to ensure that it would source for the information from all groups and levels of people in the world. The speed and accuracy of obtaining the information are ensured in the research proposal through employing new technologies and electronic devices such as computers in the research. These electronic devices would ensure safe storage of data for reference reasons. It also provides a quick accessibility of information since the storage is convenient to retrieve quickly. This would assure researchers the confidence of accomplishing the task successfully. Whichever way one approaches it, the usage of business social networks is very likely an aspect in some side of your marketing plan (Sargeant West, 2001, p 113). 6.0 Ethical issues in marketing and social media                   The benefit of business making the product and to their customers through the use of online support forums is evident. The difficulties are solved more often than not by other customers, reducing the overall support expenses. While product inventors do a decent profession of testing and anticipating issues, given the difficulty of real life, they just cannot match a span of application environments that are likely to exist. Unexpected errors occur. Proceeding to online support, the only real solution is a call to customer service. The difficulty is, though, that not only is direct and personal customer support crew is often unable to reproduce the issue for the precise reason it occurred in the first place: they fail to have a particular set up or environment that their products have been deployed in (Hofacker, 2001, p. 831). The extent to which direct marketing is useful to an organization expansion is very vital. The major contribution of social media is that it facilitates to bring awareness of products and services to people. Social media also serve to give a wide geographical coverage in advertising (Tuten, Solomon, 2013, p 78). In the case of research on the business, social Medias also provide readily available information. Direct marketing is cost effective when done in the social media relatively to when conducted by other channels (Zimmerman, 2013, p. 311). Its was free to create an advert in a social media page and the information reaches many individuals within less time. Direct marketing in social media would also help to improve on clearing the existing bias of a product. A bias about a product may amount from false information about a product mostly generated by the competitor. The list on usefulness of direct marketing in social media marketing cannot be depleting. For a successful growth in market size, direct marketing in social Medias is the most appropriate strategy (Raab, 2010, p. 99). References Bird,  D. (2000). Commonsense direct marketing. London: Kogan Page. Cohen,  L., Manion,  L., Morrison,  K. (2003). Research methods in education. London: RoutledgeFalmer. Direct Marketing Design: The Graphics of Direct Mail and Direct Response Marketing. (1985). New York: PBC International Inc. Ellsworth,  J.  H., Ellsworth,  M.  V. (1994). The Internet business book. New York: Wiley. Evans,  D. (2008). Social Media Marketing: An Hour a Day. Indianapolis, Ind: Wiley. Hofacker,  C.  F. (2001). Internet marketing. New York: Wiley. Journal of Direct Marketing. (1987). New York, N.Y.: John Wiley Sons., Inc. Kotler,  P., Armstrong,  G. (1991). Principles of marketing. Englewood Cliffs, N.J: Prentice Hall. Raab,  G. (2010). The psychology of marketing: Cross-cultural perspectives. Burlington, VT: Gower. Sargeant,  A., West,  D.  C. (2001). Direct interactive marketing. Oxford: Oxford Univ. Press. Shaw,  K., Emily H. Davis Art Gallery (1978). Market research. Akron, Ohio: Emily H. Davis Art Gallery. Sheehan,  B. (2010). Online marketing. Lausanne: AVA Academia. Smith,  P. (1995). Direct Marketing. Hampton, Middlesex [England: Key Note Publications. Tuten,  T., Solomon,  M. (2013). Social Media Marketing. Boston: Pearson. Zarrella,  D. (2010). The Social Media Marketing Book. Beijing: OReilly. Zimmerman,  J., Ng,  D. (2013). Social Media Marketing All-in-One for Dummies. Hoboken, NJ: Wiley. Source document

Schindlers List And Saving Private Ryan

Schindlers List And Saving Private Ryan Both films demonstratively take on a time in history and rework it in the name of memory. The power of both movies lies in their label of authenticity. Schindlers List is based on the true story of Oskar Schindler and Saving Private Ryan is in part based on the true story of Friz Niland. The factual historical figures are not the only interplay between fact and fiction. Scenes in classical Hollywood film standards stand in contrast with the integration of various devices originally belonging to a documentary. An example for a scene in Schindlers List that can be easily identified as fiction or as a classical Hollywood scene is when the women and children are taken to Auschwitz-Birkenau due to a mix-up of lists. They are told to take a shower. Spielberg spends a good deal over this scene showing the womens frightened faces with the violins playing in the background and the womens cumulative screams. At the end, water flows from the shower heads and the frantic screams get replaced by laughter. Supporting the idea stated in the review, this scene was there to make the event more dramatic. It created an element of fiction. In Saving Private Ryan one noticeable classical Hollywood mode is the movement of the camera. It breezily moves alongside the characters, which helps the viewer through the narrative dialogues. The real story of Friz Niland becomes a narration and with this a mixture between fiction and fact. Both movies are considered classical Hollywood films, however, Spielberg also integrates various devices originally belonging to documentaries. In Schindlers List almost the entire movie is shot in black-and-white. Leon Wieseltier addresses Schindlers Lists use of black-and-white in Close Encounters of the Nazi Kind: Its renunciation of color is adduced as a sign of its stringency; but the black and white of this film is riper than most color.(p. 42) The rejection of color is riper than most color because of the way it increases the historical feeling. Since all of the pictures we have from that time are not in color, we have only seen the Holocaust in black and white. This puts the film closer to reality. Shooting in black and white is a device normally used in documentaries. With using something originally used by documentaries, Spielberg creates the image of portraying fact and a slice of reality. In order to achieve a more historical texture in Saving Private Ryan, Spielberg mani pulates the film stock. The images of the past are presented in reduced brightness and a flatter contrast. Besides the reduced brightness he also uses a camera movement typical for documentaries. As an example, I want to look at the scene of the invasion of Normandy. The camera, unable to keep up with the speed of death, dashes from man to man. At times the images even lose their corresponding sound to simulate the effect of being shell-shocked. Additionally, the battle scenes are captured with a hand-held camera. This camera style resembles a documentary film and claims to portray the truth or to have direct access to the reality of what happened during the invasion of Normandy. Furthermore, Steven Spielberg breaks away from the Hollywood convention of a neatly divided diegesis between good and evil. Oskar Schindler is a war profiter. He wished to profit from evil, but as the plot develops he uses his financial profits to save the people who helped him win them. It is just when his jews are to be sent to Ausschwitz that he becomes the good character and uses his money to buy them back. In Saving Private Ryan, Spielberg breaks away from the typical Hollywood convention of introducing us to a protagonist (whom we can follow through the diegesis) in the first few minutes. Instead, he leaves the audience confused. In the first thirty minutes of the movie, we cannot identify with any character. Instead, Spielberg gives us the impression of being alongside the characters. The use of various different devices lets the line between fact and fiction become less and less recognizable. It creates an illusion of portraying the past as it really was. This illusion makes us believe that the picture of World War II is captured authentically in both movies. My last argument is on the ground that both films employ their themes in similar ways. First of all Im going to look at the use of color. Schindlers List uses color or the absences of color to create a moral reawakening in the main character. With the film almost entirely in black and white one image strikes out- the girl in the red coat. She is one of the few color images in the entire film. Our attention is drawn to her even if she is but one of a hundred people in a long shot. She is the pure innocence, walking unnoticed through the Nazi Regime. Schindler follows the small figure as she walks aimless and alone amid the madness and horror in the street. At the end he sees her lying on a small wagon besides other murdered prisoners. She touches his soul in a way the shear amounts of numbers couldnt. Her image stands for all of the mass murder of millions of people. She is a symbol for all the 6.000.000 victims, who died, who had families, who had lives and who had dreams. It is at t hat moment that Oskar Schindler begins to change. He changes his dedication from his capitalistic fantasies to the saving of as many Jews as possible. He becomes the good german, an individual that is able to save lives. In Saving Private Ryan no character is presented as the only colorful image in a black and white sequence. However, color is used in an artistic way since most of the movies color is saturated. The opening and final scene, when present-day Private Ryan and his family visit the American Cemetery and Memorial, is shot in unreduced color. This scene shot against the bright light of Colleville-sur-mer in France stands out sharply. It seems to convey the image of a slice of todays reality. The foregoing footage in bleach bypass stands in contrast to it. The color makes a clear difference between what happened in 1944 and what is happening today. While the greater part of the movie captures the brutality of war, the final scene focusses on the survival. The bright color, which conveys a slice of reality, emphasizes the survival of soldiers, while the saturated color supports the senseless and gory picture of war. A second way in which Spielberg employs themes is through the use of long shots and close-ups. We learned that technique is never just technique. It retains a responsibility towards the presented picture. Spielberg uses the difference between long shots and close-ups in both movies- a technique that lets us understand and identify the different themes. I want to take a look at one scene in particular. Spielberg uses parallel editing to interwove Izaak Sterns waking up and Amon Goeths speech with each other. The sequence is presented as a point-of-view sequence, in which Stern is taken as the witness of the preparations for the transportations going on in the Ghetto. Emphasized by a close-up, Stern puts on his glasses and turns towards the window. The following shot is an extreme high angle shot from his vantage point. It takes the window and curtain as the frame. After a shot of rows of chairs and tables being stet up, the camera comes back to a medium shot of Stern, who turns away f rom the window. Throughout the sequence Goeths speech was used as the tone. The scene ends with reconnecting Goeths voice to his body. Quoted in the book Critical Perspectives on Schindlers List Goeffrey H. Hartmann says that: To see things that sharply, and from a privileged position, is to see them with the eyes of those who had the power of life and death.(p 98) Later in the movie, Amon Goeths position and view is represented in a similar way of long shots and close-ups. It presents us with the power he has over life and death. This technique makes the viewer feel uncomfortable, who is able to see how Goeth randomly shoots at people. In Saving Private Ryan I want to look at the use of long shots and close-ups in the shell chock scene at the invasion of Normandy. The camera lies in a mid shot on Captain Miller, played by Tom Hanks. It then changes to a mid shot of two soldiers, whose face cannot be seen. It is a subjective point of view shot as it is through Tom Hanks eyes. Going over to a long shot, we can now see the characters whole body as they try to run away from an explosion. After we see Tom Hanks in a mid shot again, the shot transfers to a long shot showing a soldier who has lost his arm and other soldiers hiding behind dead bodies. At the end the scene ends in a close up of Tom Hanks face. His facial expression is serious and has a look that says lets do it. The camera carries us through the mind of an soldier. We can see the things he sees, switching from one event to another. With the close up of the face, the decision to stop looking but fight for the survival is made. Through the difference in long shots and close-ups, Spielberg is able to emphasize the decision of life and death. It helps to employ themes and an unforgettable experience. Last but not least, I want to look at the opening and closing scenes of both movies. The opening scene in Schindlers list is a close-up of a hand lighting a pair of Jewish Sabath candles. Then a man recites the prayer over the wine in the presence of his family. The family vanishes from view and in another close-up shot we see the candles burn lower and lower until they burn out, sending a hint of smoke into the air. The obliteration of the candles is a symbol for the obliteration of the Jewish people. (, which employs the theme of death). The final scene is set in present- day Jerusalem. One of the last shots is one of Schindlers grave, which stands in a christian cemetery. The camera encompasses the large cross attached to the cemetery, which looms against the blue sky. Just prior to the credits, a hand places a rose on Schindlers grave. In a long shot we see the Christian cemetery filled with crosses and we are able to read on the screen: In memory of the more than six million Jew s murdered. The targeting of the crosses seems to say that if Christians would have followed their christians beliefs, not so many Jews would have died. However, the last scene also honors one Christian, who risked his life and helped Jews to survive. Through the opening and closing scene, Spielberg employs the theme of death and survival. The candle turns out at the beginning of the flim, which stand for the death of Jewish people. The bright sky of Jerusalem picks up the light from the first scene and stands for the survival of Jews. Saving Private Ryan both ends and begins with the American Flag. The opening and closing scenes are both set in the American Cemetery in Normandy. An elderly veteran and his family are walking through the cemetery. The tombstones represent the amount of loss experienced during World War II, while the veteran, Private Ryan, stands for the people who survived. The movie is framed by the glorification of the American flag. Within this frame, however, the film acknowledges that the attempt to save private Ryan comes at the expense of soldiers. So while the American flag is there at the beginning and the end it is not clear what it means. One can portray the controversy in the film to America. On the one hand, it has a Declaration of Independence, that people have a free will, and on the other hand it has Federalist 10, which orders people to go to war. Spielberg ultimately ends and opens his film on a note that people survived.

Strategic Business Management and Planning of IKEA

Strategic Business Management and Planning of IKEA IKEA has its roots in Smaland, historically one of Swedens poorest regions, so hard work and economizing with resources have always been a part of its heritage. The influence can be seen in products and value-system. Based on deep knowledge of peoples lives at home, IKEA offers good quality, durable and functional home furnishing products for everyday life today. IKEA continues to learn from, and develop with co-workers, customers, suppliers and other partners in 41 countries. The policy is to make out a lot out of very little. Since it was founded IKEA has always had the concern for people and the environment. The IKEA vision to create a better everyday life for the many people puts this concern at the heart of the business. IKEA has responded to the publics rising concern for sustainability in its choice of product range, suppliers, stores and communication. It has also spotted business potential in providing sustainable solutions. Contents Table of Contents Introduction IKEA is an internationally known home furnishing retailer with fully integrated supply chain including its own industrial groups Swedwood Swedspan. The IKEA Group directly or indirectly also owns retail centres, always with an IKEA store as a unique anchor tenant. It has grown rapidly since it was founded in 1943. Today it is the worlds largest retailer, recognized for its Scandinavian style. The majority of IKEAs furniture is flat pack, ready to be assembled by the consumer. This allows reduction in costs and packaging. IKEA stores include restaurants and cafes serving typical Swedish food. They also have small food shops selling Swedish groceries, everything from the famous meatballs to jam. The IKEA group works in four basic areas: range strategy product development, production, supply and retail. Low prices are one of the cornerstones of the IKEA concept and help to make customers want to buy from IKEA. This low strategy is coupled with a wide range of well designed, functional products. IKEAs products cater from every lifestyle and life stage of its customers, who come from all age groups and types of households. This has become the vital feature when the retail sector is depressed, as it increases IKEAs potential market. Why IKEA? Walking into an IKEA is like walking into a whole new world, its a wildly different experience when I visited the IKEA store for the first time. Its an incredible value for money. IKEA offers a tremendous bargain to the savvy buyer you just have to pick wisely. Many of IKEAs product ranges are component based, meaning that the parts and pieces that make up the whole are sold separately, so lots of flexibility. Low price, but not at any price is IKEAs motto when it comes to social environmental responsibility. IKEA works toward using the least amount of resources possible and as many renewable and recyclable material as possible in their products. While price is a prime consideration neither safety nor quality are compromised in the pursuit of a low price. One of the fundamental reasons that IKEA is able to sell for less is that they expect and require you to do part of the work yourself. The IKEA group has developed an environmental policy to ensure that the company and its co-workers take environmental responsibility for all activities conducted within its business. Marketing Strategy Your partner in better living. We do our part, you do yours. Together we save money. Internet, T.V., Newspapers, magazines. Catalog being the main marketing instrument. IKEAs success is based on principal marketing strategies that remain the same throughout the world, which include a catalogue that is printed in 17 languages and the use of the colors of the Swedish flag blue and yellow in IKEA logo. This is combined with an emphasis on customer freedom and choice with regard to buying and taking home products, and low prices intend to create a sale mentality amongst customers. This aggressive price strategy coupled with a wide product range catering for every potential lifestyle and life stage of a consumer, can best summarize the companys recipe for success. General Marketing Strategy To describe IKEAs marketing strategy it is necessary to start with its business concept as formulated in IKEAs mission (IKEA 12 Jan 2009).IKEA offers a wide range of well designed, functional home furnishing products at prices so low that as many people as possible can afford. The key words in the business mission, address several marketing aspects and the marketing strategy can be seen to emanate from it. One central theme is the alleged standardized approach of IKEA: IKEAs guiding principle is to work in the same way in every country within which it operates. SWOT Analysis IKEAs goals of sustainability and environmental design are central to its business strategy. It has launched a new sustainability plan to take the company through to 2015. This will combine social, environmental and economic issues. IKEA uses SWOT analysis to help it reach its objectives. This is a strategic planning tool. It helps the business to focus on key issues. SWOT is the first stage of planning and looks at the strengths, weaknesses, opportunities and threats involved in a project or business venture. Strength and weaknesses are internal aspects. This means they are within the control of the business. They may refer to aspects of marketing, finance, manufacturing or organization. Opportunities and threats are external factors. This means that they are outside the control of the business. These may include the environment, the economic situation, social changes or technological advances, such as the internet. (Johnson, 2005) Strengths Every company needs to analyze its strengths so that the company can overcome its shortcomings and can increase its profits. IKEA attracts key consumer groups as it is a strong global brand. It promises good quality and price. It offers wide range of well designed, functional products at low prices. It is important to have good relations between suppliers, retailers and customers. Ikeas adopt strategic schemes of work based on relationship marketing which aspire to make better customer devotion and long term relationship with suppliers. Here the Porters Five Forces (Appendix 2) model can be applied. In relation to buyer power in the company IKEA seeks to enhance customer loyalty and make good relations with existing customers while aiming at winning new customers also and tying them into long term relationships with companies. To result this IKEA provides nursing rooms and playgrounds for parents to make sure that the children have positive experience at the outlets and offering home delivery. It also provides a hotline for customers who have troubles with the assembly or missing parts. According to Five Forces Model of Porter (Appendix 2), the substitute products are matter of searching for other products which can perform the same function as the product of the industry. While furniture cannot be the substituted product by the majority of people. Therefore IKEA has the nature of supplying them and the manner in which products or services can be supplied, have become highly substitutable with technological developments. IKEA organizes the furniture in its store in such a way that the customers would not need to try on the furniture to see if they fit and look good in their rooms and computer imaging could allow the creation of virtual rooms. By this the suitability of purchasing of products also increases. The emergence on e-shopping method is another example that IKEA applied and will continuously shape traditional furniture retailers competitive positions in the market. Such strategies have yet remained underutilized and such substitutes have yet become part of t heir competitive strategies. Weakness IKEA has to grant its weaknesses so as to improve and manage them. This will help to set its objectives and developing new strategies. The size and scale of its global business can be one of its weaknesses. It could make it hard to control standards and quality. In some countries, they do not execute the legislation to control working condition, where IKEA products are made. This shows a weak link in IKEAs supply chain, disturbing consumer views of IKEAs products. IKEA needs to balance between the low costs and good quality products. It doesnt differentiate itself and its products with other competitors. It believes that there is nothing to compromise between good quality products and low prices. It must keep good quality relations with the customers and the stakeholders about its environmental actions. To enable business to communicate with different target audiences IKEA produces publications in print and online (eg People and the Environment) and carries out major TV and radio cam paigns. It operates in a highly competitive industry, characterized by small family-run businesses producing low cost which include other low priced furniture producers characterized by designs that are expensive which results in small-scale production for the local market. Besides this, a few large retailers such as Nova, Courts and Furniture mall enjoying economies of scale to compete effectively as they are producing affordable products. It can be seen that the competition of rivals is intense with IKEA and Porters Five Forces can be applied. It has seen that there are the differences of opinion concerning product offerings and positioning. Opportunities Every business take an advantage of opportunities that arise uses its strengths. IKEA believes that resulting in good conducts even in a price sensitive market it should conduct environmentally focused business. As the company states that the customers live more suitable life at home as there is a true business potential for IKEA in providing solutions to them. IKEA is recycling and reusing the used products and is developing effective solutions for customers to support them, aiming at producing new IKEA products with recycled materials. IKEA has some of the opportunities that take advantage of through its sustainability agenda are- increasing demands of greener products, increasing demand for low priced products. The customers may switch from more expensive stores to IKEA by seeing the trends in current financial climate. IKEA gives online tips and suggestions for sustainable life at home. To be open with all its stakeholders IKEA builds trust with its consumers, co-workers, key opi nion farmers and press through good communication. It organizes programmes to reduce its use of water. IKEA also focuses on developing social responsibility; here IKEA applied Corporate Social Responsibility Strategy, its policy includes support for charities such as World Wide Fund, UNICEF and Save the Children. IKEAs relationships are redefined by IWAY policies and practices with suppliers with more effective way. The actions of IKEA in response to the crises of 1995 were very appropriate as the company made a realization that it would be in their best interest to think long term instead of short term. Threats IKEA can use a particular strength in defending against threats in the market. If a company is aware of its threats it can plan to counteract them. By applying PESTEL Framework (Appendix 3), IKEA has threats in social factors. IKEA gives suggestions to the customers for more sustainable life by online. Because of this the customers would reduce their impact on the environment although it saves money. IKEA is large enough to enjoy economies of scale. This lowers average costs in the long run through, for example, effective use of technology or employing expert managers. Economies of scale also give a business a competitive perimeter if cost savings are then conceded on to customers in the figure of lower prices. For the smaller companies entering into the market this puts up high Barriers to Entry (Appendix 2). Economic factors, part of PESTEL Framework (Appendix 3), can also be applied here as in tough times IKEA create an appeal amongst its customers as it provides low prices. When the retail sector is depressed it is better to low cost as much as possible. Consumers come with limited financial resources because of the IKEAs pricing strategy. Its products will also demand to those with higher budgets through good quality and design. The company must make sure that it is always recognized in the future as having lowest cost on the market. Communication plays an important role here. There is an overall threat to the performance of the business in UK and American markets due to global depression there is over rising of living costs and depleting disposable income. Conclusion With hundreds of stores across the world IKEA is a well known global brand. It must charge its external and competitive environment in order to improve performance. By this it can reveal the key opportunities and the threats it can deal with. IKEAs passion combines design, economical use of resources, low prices and responsibility for people and the environment. IKEA tries to go ahead of profitability and reputation. It develops a sustainable business (Appendix 1). This will make an enhanced daily life for its customers. IKEA has exposed a business truth- being sustainable and accountable is not just good for customers and the planet; it is also excellent for business. A steady development of the IKEA retail business appears to be the focus for the company in the near future, with strategies unlikely to include aggressive expansion into new areas, but rather building and developing in old. (The United Kingdom, 2005). However development of e-commerce some changes may be seen. As IKEA is already assured that its products are of good quality and craftsmanship, the consumers may prefer to but its products through Internet. IKEA has also adopted an insistent expansion-based strategy more than the last few years, although the flaw of the external consumer market means that sales growth in excess of the next few years should remain relatively reserved.